Samsung Ads and Kantar Study Finds CTV Boosts Brand Consideration and Purchase Intent
· 2h ago · Originally reported by Exchange4Media
A study conducted by Samsung Ads and Kantar indicates that connected TV (CTV) advertising can positively influence consumers' brand consideration and their intent to purchase. The research highlights the effectiveness of CTV as a channel for advertisers aiming to drive meaningful outcomes.
Why it matters
Understanding the impact of CTV on consumer behavior helps advertisers allocate budgets more effectively and optimize campaigns for better results.
Explain it like I’m new here
Ads on smart TVs can make people more likely to think about and buy a brand, just like seeing a cool commercial during your favorite show.
Read the original at Exchange4Media
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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